| Description |
xviii, 923 pages : illustrations ; 24 cm |
| Contents |
pt. 1. Introduction. 1. Marketing and the Concept of Planning and Strategy. 2. Strategic Marketing -- pt. 2. Strategic Analysis. 3. Corporate Appraisal. 4. Understanding Competition. 5. Focusing on the Customer. 6. Scanning the Environment -- pt. 3. Strategic Capabilities and Direction. 7. Measuring Strengths and Weaknesses. 8. Developing Marketing Objectives and Goals -- pt. 4. Strategy Formulation. 9. Strategy Selection. 10. Portfolio Analysis -- pt. 5. Strategy Implementation and Control. 11. Organizational Structure. 12. Strategic Tools -- pt. 6. Marketing Strategies. 13. Market Strategies. 14. Product Strategies. 15. Pricing Strategies. 16. Distribution Strategies. 17. Promotion Strategies. 18. Global Market Strategies |
| Summary |
Marketing Planning and Strategy is designed for courses at the junior/senior-level in marketing strategy, business unit strategy analysis, strategic market planning, marketing planning, strategic marketing management and advanced marketing. It focuses on building the strategic skills necessary to compete in the global economy by using a variety of analytical frameworks to understand how companies formulate strategy, make strategic decisions, and how they implement strategy. This text focuses on marketing strategy from the viewpoint of the business unit and clearly distinguishes marketing strategy from marketing management |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Marketing -- Case studies.
|
|
Marketing -- Management.
|
| Genre/Form |
Case studies.
|
| LC no. |
99035181 |
| ISBN |
0324014805 |
|
9780324014808 |
|
